Google DoubleClick to Join FBX for RTB

The availability of Facebook Exchange ads through the DoubleClick Bid Manager may be a few months away, though the two advertising giants have officially announced their partnership.

Few saw it coming, but Google DoubleClick will soon be able to utilize Facebook Ad Exchange (FBX) to sell advertising through their bid manager, formerly known as Invite Media.

This will allow advertisers to purchase Facebook Ads through their DoubleClick Bid Manager, without having to go through Facebook directly for the ad space. It also brings the technology for DoubleClick advertisers to target Facebook users based on their visits to webpages outside of Facebook.

The option to purchase ad inventory on FBX is not available immediately, but will be starting in a few months, according to Google DoubleClick.

The relationship between Google and Facebook has been contentious over the years, especially with Google launching a competing social network, Google+. However, Facebook did certify the Doubleclick Bid Manager to track ad impressions in August 2012.

Both Google and Facebook have been brief in their respective announcements. Google released a short blog post on their Doubleclick blog, while Facebook merely stated “We are happy that Google is joining Facebook Exchange. We think that relevant ads, targeted to the right people, are good for people and businesses.”

Google also purchased social agency Wildfire Interactive, a popular provider of Facebook contest applications, last year. Clearly, Google recognizes it is an important space to be in, despite the fact Google and Facebook are competitors on many levels.

What seems the catalyst for Doubleclick’s inclusion is that Facebook advertisers were getting increasingly disgruntled over the fact FBX excluded Google. Amazon’s advertising platform was also reportedly granted access to the Facebook Ad Exchange.

There is no concrete timeline for when FBX and Doubleclick Bid Manager will be officially connected, outside of the “in a few months” comment on their blog post.

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ABOUT THE AUTHOR

Jennifer Slegg began as a freelance writer, and turned to search engine optimization and writing content for the web in 1998. She has created numerous content-rich sites in niche markets and works with many clients on content creation, strategy, and monetization. She writes about many search industry and social media topics on her blog, JenniferSlegg.com and is a frequent speaker at search industry conferences on SEO, content marketing and content monetization. Acknowledged as the leading expert on the Google AdSense contextual advertising program, she runs JenSense, a blog dealing exclusively with contextual advertising. She is also the founder and editor of The SEM Post. She is known by many as her handle Jenstar on various webmaster forums.

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